Above Three different Ozweego models are rendered in 3D
How we built
Launched last summer, Adidas’s
Ozweego silhouette was a new
take on a shoe whose aesthetic reflects
the aggressive design of the 1990s.
Featuring material elements from
its predecessors, the Ozweego model
brought ADIPRENE technology into the
present. And to mark the occasion in
style, the brand partnered with Jam3
and online fashion magazine Hypebeast
to create the homepage of the future
(hypebeast.com/2019/8/ozweego).
With a time-warping WebGL
experience, the site takes the user
to 2048: the 60th anniversary of
the Ozweego. With laser grids and
interactive elements, the user is
transported to the future of style. We
caught up with Jam3’s Caroline Leung,
Adam Romano and Danilo Nagura to
find out how they put it all together.What was the initial brief for this site?
AR: Adidas approached us with a very
open ask: come up with a really tech-
driven, exciting way to launch the FW
Ozweego. As a culmination of the brand’s
most iconic silhouettes throughout
history, the site essentially embodies
the adidas brand story, which is ‘the past
powers the future’.You’ve a lready worked with adidas
previously, right?
AR: Yes, we’ve partnered with them on a
number of other digital-first campaigns
and experiences – including ComplexCon
and Coachella. But this was the mostCAROLINE
LEUNG
Leung is a strategist at Jam3.
Her portfolio includes work
with Toyota, Warner Bros.
and Complex Media.
w: jam3.comADAM
ROMANO
Romano is a creative director
at Jam3. His work has been
recognised with over 40
major industry awards.
w: jam3.comDANILO
NAGURA
Nagura is an interactive
designer at Jam3, focused
on creating visually strong
digital designs.
w: jam3.comTIMELINE
Key dates in the
Adidas Ozweego 2048 projectJUNE 2019
Jam3 gathers visual, cultural and tech
inspiration with the client over the
course of a three-day workshop.
JUNE 2019
Jam3 starts initial creative explorations.
JUNE 2019
Propose thought-starters around how
technologies such as AI, StyleGAN and
3D modelling could help augment
fashion editorial.
JULY 2019
With the Hypebeast partnership
confirmed, Jam3 starts the research
and writing of the piece.
JULY 2019
Creative direction and interactive
elements are proposed.
JULY 2019
Finalise the styling direction for all
three eras, along with creative direction
and UX.
JULY 2019
Build process begins.
AUGUST 2019
Conduct performance and usability
testing. Additional details such as
headlines and gallery come together to
complete the experience.
AUGUST 2019
Website published.